Sample Research Paper On Ethics And Marketing

Ethical concerns arise during the development and of services and products. Marketers are supposed to satisfy and identify the needs of the consumers. It is worth noting that the ethical concept of a service or a product appears in performance. Ethics and marketing are essential to development and performance of a product. Ethics and marketing ensure that the needs and demands of the consumer are real and are made. The important ethical issues in the marketing mix focus on place, promotion, price, and product (Murphy, 2005). The ethics of marketing is based on school of through, which include normative and positive marketing practices. The Ethics of marketing calls for constant conduct with the target customers and following industry trends. During marketing, firms have to adhere to ethical beliefs of the target market.
The complexity of ethics and marketing arise in the sense that it is complicated to determine what is ethical and what it not ethical. The target customers are dynamic in nature and call for marketing research. During marketing research, consumer privacy should be the key. These are because the consumers tend to focus on their privacy (Ferrell & Hartline, 2008). The advancement of communication and technology in the field of marketing should not compromise the privacy of the consumer.
Ethics and marketing are related to the company of my choice, Coca-Cola Company. One of the relationships is driven by the activities carried out and the products of the company. In the production process, ethics is essential in order to avoid scandals. Ethics is essential to the organization because it guides through decision-making process. During marketing, the company adheres to ethical issues that are streamlined towards the consumption of the product and its issues. The ethics and marketing relate to Coca-Cola in the sense that it ensures that what the company produces is good for human consumption.
The company had an issue pertaining product liability. The case between Escola Vs Coca-Cola Bottling Company is one of the issues that shows product liability. The company placed a defective product into the hands of an individual (Sherrow & Marzilli, 2010). The injuries caused by the exploding bottle tend to focus on product liability.

References

Ferrell, O. C., & Hartline, M. D. (2008). Marketing strategy. Mason, OH: Thomson South- Western.
Murphy, P. E. (2005). Ethical marketing. Upper Saddle River, NJ [u.a.: Prentice-Hall.
Sherrow, V., & Marzilli, A. (2010). Product liability. New York, NY: Chelsea House Publishers.